QN01. Developing an effective message strategy begins with identifying ______________ that can be used as advertising appeals.
- advertising specialties
- emotions
- customer benefits
- sales promotions
Answer
(C)customer benefits
QN02. The `heart and soul´ of an Ad. Agency is
- Media department
- Account department
- Creative service department
- Finance department
Answer
(C)Creative service department
QN03. TGR means,
- Tele Group Rating
- Television Gain Rating
- Target Group Rating
- Television Gross Rating
Answer
(C)Target Group Rating
QN04. Advertising is considered to be an art; as well as a science. The statement is, ______________
- True
- False
- Former is true, but latter is false
- Former is false, but latter is true
Answer
(A)True
QN05. Marketing techniques that use social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives through self-replicating processes is called,
- Virus Advertising
- Viral Advertising
- Vital Advertising
- Virtual Advertising
Answer
(B)Viral Advertising
QN06. Digital convergence enabled to use GPS in advertising schemes; what is GPS?
- Global Positioning System
- Geographic Positioning System
- Geographic Projection System
- General Production System
Answer
(A)Global Positioning System
QN07. ______________ refers to the images in advertising that depict stereotypical gender roles and displays
- Male female ratio
- Gender Ads
- Gender Images
- Stereotypes
Answer
(B)Gender Ads
QN08. The job to make observations and predictions in changes of new or existing cultural trends for advertisements is,
- Cultural Research
- Trend setting
- Culture hunting
- Cool hunting
Answer
(D)Cool hunting
QN09. Skilled craftsman placed their individual marks on goods vessels, pottery, leather goods etc, is called______________
- Image
- Trade Mark
- Sign
- Icon
Answer
(B)Trade Mark
QN10. ______________ is a specialized field of marketing research that determines an ad´s effectiveness based on consumer responses, feedback, and behavior
- Copy tasting
- Copy testing
- Feedback analysis
- Response Analysis
Answer
(B)Copy testing
QN11. Mobile marketing means;
- Marketing on or with a mobile device
- Using any mobile medium as a means of marketing communication
- Marketing activity conducted through a ubiquitous network
- All of the above
Answer
(D)All of the above
QN12. ______________ or out of home advertising is a broad category including many creative and unexpected forms to grab
- Billboard advertising
- TV advertising
- Place advertising
- Point of purchase advertising
Answer
(C)Place advertising
QN13. The selection of appropriate media is based upon which of the following factors?
- Nature of the product
- Media habits of target consumers
- Cost
- All of the above
Answer
(D)All of the above
QN14. An online ad which moves across the user's screen or floats above the content is,
- Pop-up Ad
- Banner Ad
- Expanding Ad
- Floating ad
Answer
(D)Floating ad
QN15. According to Maslows Hierarchy of Needs theory, the need for fulfilment, for realizing one´s own potential, and for fully using one´s talents and capabilities are examples of ______________ needs.
- Self-actualization
- Physiological
- Social
- Esteem
Answer
(A)Self-actualization
QN16. ______________ are generic terms describing the most common forms of online advertising, the 468×60 image or rich media ad displayed at the top of many commercial web sites.
- Banner Ads
- Floating Ads
- Pop-ups
- Flash ads
Answer
(A)Banner Ads
QN17. The number or percentage of individuals or households that are exposed to a medium or to an advertising campaign is termed as;
- Ad rate
- Coverage
- Exposure
- Bleed
Answer
(B)Coverage
QN18. The consistent preference and /or purchase of one brand in specific product is called:
- Brand Consistency
- Brand Loyalty
- Brand Coverage
- Objectivity
Answer
(B)Brand Loyalty
QN19. In an ad campaign, the researchers evaluate the promotion effort while it is running in the market place. This process is called;
- Concept testing
- Market Analysis
- Concurrent Testing
- Consumer Evaluation
Answer
(C)Concurrent Testing
QN20. Which of the following statements are not true of market challengers?
- They often direct their competitive activity at smaller firms
- They tend to use penetration pricing strategies as a way of expanding their existing business
- They carry out flanking activities
- They have a vested interest in the status quo
Answer
(D)They have a vested interest in the status quo
QN21. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:
- Barter
- Buy-back
- Counter purchase
- Like-value exchange
Answer
(B)Buy-back
QN22. A price reduction to buyers who buy in large volumes is called a(n):
- Quantity discount
- Cash discount
- Seasonal discount
- Trade discount
Answer
(A)Quantity discount
QN23. When producers, wholesalers, and retailers act as a unified system, they comprise a:
- Marketing system
- Power-based marketing system
- Horizontal marketing system
- Vertical marketing system
Answer
(C)Horizontal marketing system
QN24. Costs that do not vary with production or sales levels are called:
- Fixed costs
- Variable costs
- Standard costs
- Independent costs
Answer
(A)Fixed costs
QN25. Very long TV commercials providing detailed information about a product or service. Such programmes are called,
- Infotainments
- Infomercials
- Commercials
- Paid Programmes
Answer
(B)Infomercials
QN26. The marketing effects or outcomes that accrue to a product with its brand name compared with those that of the same product did not have the brand name is called,
- Brand Equity
- Brand Identity
- Brand Expansion
- Brand Image
Answer
(A)Brand Equity
QN27. Group of people who are NOT necessarily part of a particular organization is referring to:
- External publics
- Internal publics
- International publics
- Local publics
Answer
(A)External publics
QN28. The cost of advertising for most products is especially high during ______________.
- Peak seasons
- Morning news shows
- Prime-time programs
- Late-night programming
Answer
(C)Prime-time programs
QN29. Keeping consumers thinking about the product is the objective for which type of advertising?
- Informative advertising
- Psychological advertising
- Reminder advertising
- Persuasive advertising
Answer
(C)Reminder advertising
QN30. According to Rossiter and Percy samples can be delivered by how many different methods:
- 8
- 7
- 5
- 16
Answer
(A)8
QN31. ______________ is a set of moral principles that guide actions and create a sense of responsible behavior.
- Social responsibility
- Ethics
- Self-regulation
- Self-discipline
Answer
(B)Ethics
QN32. Advertising that is set in small type and arranged according to categories or interests
- Display ads
- Classified ads
- Testimonial ads
- Banner ads
Answer
(B)Classified ads
QN33. The first printed advertisements were single sheets, printed on one side, that today would be called
- Fliers
- Barrages
- Flights
- Brochures
Answer
(A)Fliers
QN34. Sampling is an appropriate strategy for which type of products?
- Products which are classified as shopping goods
- Products in the decline stage of their product life cycle
- Commodity products like salt, sugar, and baking soda
- products which are in the introductory stage of the product life cycle
Answer
(D)products which are in the introductory stage of the product life cycle
QN35. Which of the following statements about newspapers as an advertising medium is true?
- Newspapers have excellent local reach potential
- National companies rarely use newspapers except in conjunction with local distributors of their products
- Color reproduction is not very good
- All of the above
Answer
(D)All of the above
QN36. Action advertising is also termed as,
- Quick response advertising
- Direct response advertising
- Advocacy advertising
- Short term advertising
Answer
(B)Direct response advertising
QN37. Three commonly used trade promotions are
- Coupons, rebates, and discounts
- Allowances and discounts, cooperative advertising, and training of distributor's sales forces
- Cooperative advertising, merchandise allowances, and points-of-purchase displays
- Allowances and discounts, consumer promotions, and merchandise allowances
Answer
(B)Allowances and discounts, cooperative advertising, and training of distributor's sales forces
QN38. Frequency is defined as the
- Number of different advertisements, sales promotions, or publicity events in a promotional campaign of a marketing program
- Total number of times an advertisement is broadcast on network and cable television or radio
- Number of times an advertisement must be shown before a given percentage of the audience can recall key points of information
- Average number of times a person in the target audience is exposed to an advertisement
Answer
(D)Average number of times a person in the target audience is exposed to an advertisement
QN39. Gross rating points (GRPs) are
- Reach multiplied by frequency
- Reach multiplied by rating
- Rating multiplied by frequency
- Cost divided by reach
Answer
(A)Reach multiplied by frequency
QN40. Advertising agencies were first developed for, and still serve, the purpose of
- Increasing the amount of research and decision-making clients need to do
- Mystifying ad purchasing so that clients do not attempt it on their own
- Pushing clients to make rapid decisions
- Simplifying and speeding the purchasing of ads for their clients
Answer
(D)Simplifying and speeding the purchasing of ads for their clients
